A good logo transcends time and a variety of media, allowing a brand to imbed itself in a community — whether your community is defined as local, regional, national or global.
Watching how global brands transcend their own iconic brands to target core audiences can help you learn to expand your own brand.
Take Nike’s latest NYC campaign:
Rising 20 feet in the air, the Wendy’s fast-food signage has been around since the chain was founded in 1969. But have you ever noticed the “homage to MOM”?
In an attempt to endear the public to the Wendy’s brand, the word, “MOM” has been incorporated into the illustration above the name.
What does your logo say about you and your company?
NOTE: Latest conversation regarding the Wendy’s “MOM” image . . . not intentional?
When is it time to update a logo?
John Deere has updated their logo 8 times in over 120 years. Why?
- Company Expansion
- Target New Markets
- Outdated Fonts or Colors
- Re-Position the Company with their Competition
A well-designed Logo will:
- Be simple, easy-to-read, yet memorable
- Distinguish your company from your competition
- Evoke the essence of what you do/sell
- Look good on business cards as well as billboards
- Look appropriate in black and white as well as color
- Define your business through the use of fonts and color
What does your current logo say about you?
Is your existing logo designed by a graphic arts professional? . . . Or perhaps you tried to save some money and have your cousin’s ex-girlfriend design it in PowerPoint? Your logo is a direct reflection of how your consumer perceives your business. Lack of attention to detail shows.
Your company is growing.
The original Apple logo on the left was a sketch of Isaac Newton with an apple dangling over his head. Luckily, it was only used for a year before Jobs hired a professional graphic designer to come up with the familiar Apple (used 1976 – 1998), using the six primary colors of the rainbow. Today, the shape is still the same, but the look and feel is much more timely and techno-savvy.
You are adding new target markets.
So, you’ve decided to “up your ante” and target new prospects with bigger wallets. That’s a great idea – but how are your new prospects going to perceive you? Are you still the “local guy” with the hand-drawn logo that no one can read, or are you ready present yourself and your company as professional and knowledgeable?
You want to appear “current” and up-to-date.
You deliver your brand message in everything you do. From the shirt on your back to the sign on your door, your logo should appear on everything your consumer sees and/or interacts with. Having a professionally designed logo allows you to create consistency in message and embeds your brand in the mind of your consumer.
Choosing the right designer is vital.
Just about everyone claims that they can design a logo, but it takes experience, insight and creativity to design the right logo. Professional designers also understand the value of intellectual property rights and will always provide ORIGINAL art, custom-designed just for your business — never copied nor plagiarized.
Your visual brand is a unique opportunity to connect with your consumer and help them identify who you are and what you do — it creates a MIND STAMP — a visual bond. It’s all about making an impression — hopefully yours is a good one.
Making Your Brand “FEEL” Good.
SO . . . How DOES your brand make your customer feel?
- DEFINE your business focus.
- DESIGN your business image.
- DELIVER your business message.
How to Design a Brand
TOM ASAKER | Author, speaker and provocateur | 2/16/12
always one step ahead of the times. They should,
and must, question everything generally
thought to be obvious. . .”
Your BRAND sets you apart from your competition.
- WHO: Who is your customer? Who do you WANT your customer to be?
- WHAT: What are you REALLY selling? What need are you fulfilling?
- WHEN: When can your customers reach you? When can you reach your customers?
- WHERE: Where do your customers find you? Internet? Storefront? Where do you find your customers?
- WHY: Why do your customers want to do business with you? Why did your start your business?
- HOW: How often do you and your customers interact? How do you set your business apart from/ahead of your competition?